“We really want to know what the organizer wants to reach. Current models only measure the economical output of an event. These models look at social innovation, new creative networks, endurability as well at total ticket-sales, speed of ticket-sale, the effect of the program of the event and more of these concrete aspects. They do not measure the actual psychological effect an event can have..."
"People move through four so called experience spaces; Home, school/work, company/organization, and the public space. Companies see customers only as a target; therefore they need to adopt this new perspective. Companies should look at people as a whole that is connected and related through the spaces home, work and organizations, and the public space."
"Market research hardly ever measures effectively whether or not the new product or service should be introduced to the market. One of the reasons of this, are the different views the companies and consumers have of their experience-world. "
"An example of good research is the Restaurant of the Future. This is not a restaurant that uses all kinds of new technical ways of preparing and serving food, but really researches the food-experience. In this restaurant they follow you from the moment you enter to the moment you leave. They look how you walk in, how you sit, how you eat your food, how you chew your food, how you look at the food and even how you pay. And all this, to research and improve the ultimate food-experience.”
Albert Boswijk is CEO of the European Center for the Experience Economy